Webinar | Bridging the Buyer / Seller Credibility Gap

•

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Here’s the problem … Buyers tell us that most sales professionals (64%) don’t understand their business. Many sellers say that the materials they get from marketing don’t help build credibility during the first sales call. Marketing leaders suggest that maybe sellers don’t use the materials that they provide in the right way. Here’s the result ... Buyers get frustrated, and sellers lose deals. This is not just a sales and marketing alignment problem; it is a customer alignment problem. How can we help salespeople connect their solutions with the customers’ business problems? Without that connection, sellers lack credibility and lose deals. Join us as we will dig into this deal-killing issue. We will show you how to accelerate the salesperson’s experience in the customer’s business, and share the most relevant insights and sales messages; advancing their credibility, and advancing the deal. We will also demonstrate Dealmaker Align, part of our Smart Sales Transformation suite, and the solution for bridging the buyer / seller credibility gap and resolving the sales and marketing alignment problem.

Business

© The TAS Group 2014
Before We Begin
1 You will receive a link to a recording of today s webinar. Watch for it
in your email.
2 The recording will also be available on our website thetasgroup.com, in
the Resources section.
3 Enter your questions in the Questions box or tweet to @thetasgroup.
4 Join the conversation on Twitter: #SalesCredibility

© The TAS Group 2014
Wendy Reed
EVP Solutions

© The TAS Group 2014
Current State
BUYERS
MARKETS
EXPECTATIONS

© The TAS Group 2014
Evidence
Retained Learning: 13%
Achieve Quota: 2/5 Average CSO: 18 Months
Access Key Players: 54%

© The TAS Group 2014
THINK ABOUT THIS
KNOWLEDGE - DATA - CONTEXT - REASONING

NATIVE CLOUD APP MOBILE SMART EASY
KNOWLEDGE - DATA - CONTEXT - REASONING.

© The TAS Group 2014
OPPORTUNITY
ALIGN
ACCOUNT
PLAYBOOK
PREDICT
Smart Sales Transformation

© The TAS Group 2014
Sales / Marketing / Customer Misalignment
Little Business Context
Not Customer Focused
Product Centric
No Insights Inside
Sellers Sell Only What They Know

© The TAS Group 2014
Waiting for the reps to accumulate their own
experience is expensive.
You can’t wait for the experience

© The TAS Group 2014
Slides with lots od paper and ppt
Accenture sucks

© The TAS Group 2014
The Operational Problem
Can’t Find
Content
No Feedback
Mechanism
Too Hard To
Consume
Unavailable in Cloud and Mobile

© The TAS Group 2014
Market Reality
71%
Seller’s Products
36%
Buyer’s Business
Sales Success?
✔
What do seller’s know?

© The TAS Group 2014
The Alignment Triangle
Marketing
Customer
Sales
It should really be
all about the Customer

© The TAS Group 2014
Things customers care about …
Goals
Pressures
Obstacles
Initiatives

© The TAS Group 2014
Things customers care about …
Goals
Pressures
Obstacles
Initiatives
Solutions

© The TAS Group 2014
Things customers care about …
Goals
Pressures
Obstacles
Initiatives
Solutions
Customer Insight Map

© The TAS Group 2014
Customer interested grows …
Key Messages
Insights
Sales Tools
High Yield Questions
Competitive Positioning
Objections
1
2
3
4
5
6
OK, now I am
ready to hear
about your
solutions …

© The TAS Group 2014
Helping Sales Map Solutions to Customer Problems
Goals
Pressures
Obstacles
Initiatives
Solutions
Customer Insight Map
Key Messages
Insights
Sales Tools
High Yield Questions
Competitive Positioning
Objections
1
2
3
4
5
6
Knowing what the customer cares
about …
... Sales has a Customer First
informed business conversation
business problems
customer personas
industry trends
Smart Sales Kit

© The TAS Group 2014
Major Productivity Gain
Reduce time for Sales to use
From 3 hours to 18 minutes

© The TAS Group 2014
Dealmaker Align
CUSTOMER
INSIGHT MAP
TRANSFORMED
BUSINESS
CONVERSATIONS
SMART
SALES KIT
+
Dealmaker Align: Align Solutions to Customer Problems
=

Webinar | Bridging the Buyer / Seller Credibility Gap

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2. © The TAS Group 2014 Before We Begin 1 You will receive a link to a recording of today s webinar. Watch for it in your email. 2 The recording will also be available on our website thetasgroup.com, in the Resources section. 3 Enter your questions in the Questions box or tweet to @thetasgroup. 4 Join the conversation on Twitter: #SalesCredibility

5. © The TAS Group 2014 Evidence Retained Learning: 13% Achieve Quota: 2/5 Average CSO: 18 Months Access Key Players: 54%

7. NATIVE CLOUD APP MOBILE SMART EASY KNOWLEDGE - DATA - CONTEXT - REASONING.

9. © The TAS Group 2014 What drives Buying Decisions •  Unique, valuable perspectives on business and/or market •  Help me navigate alternatives •  Help me avoid potential mistakes •  Teach me about new issues •  Be supported within my organization 19% 19% 9% 53% Company & Brand Product or Solution Value-to-price Ratio Sales Experience What buyers want …

10. © The TAS Group 2014 Sales / Marketing / Customer Misalignment Little Business Context Not Customer Focused Product Centric No Insights Inside Sellers Sell Only What They Know

11. © The TAS Group 2014 Waiting for the reps to accumulate their own experience is expensive. You can’t wait for the experience

13. © The TAS Group 2014 The Operational Problem Can’t Find Content No Feedback Mechanism Too Hard To Consume Unavailable in Cloud and Mobile

14. © The TAS Group 2014 Market Reality 71% Seller’s Products 36% Buyer’s Business Sales Success? ✔ What do seller’s know?

18. © The TAS Group 2014 Things customers care about … Goals Pressures Obstacles Initiatives Solutions Customer Insight Map

19. © The TAS Group 2014 Customer interested grows … Key Messages Insights Sales Tools High Yield Questions Competitive Positioning Objections 1 2 3 4 5 6 OK, now I am ready to hear about your solutions …

20. © The TAS Group 2014 Helping Sales Map Solutions to Customer Problems Goals Pressures Obstacles Initiatives Solutions Customer Insight Map Key Messages Insights Sales Tools High Yield Questions Competitive Positioning Objections 1 2 3 4 5 6 Knowing what the customer cares about … ... Sales has a Customer First informed business conversation business problems customer personas industry trends Smart Sales Kit

22. © The TAS Group 2014 Dealmaker Align CUSTOMER INSIGHT MAP TRANSFORMED BUSINESS CONVERSATIONS SMART SALES KIT + Dealmaker Align: Align Solutions to Customer Problems =

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